And it has nothing to do with the sponge...
Everyone bloody loves a Beautyblender - the little sponges have changed the way we apply our make-up and we've even found alternative uses for them.
Beauty editors, make-up artists and the everyday woman cannot get enough and praise the brand for it's innovation.
Until now.
Now, people ain't happy with the brand and it's newest launch - Bounce the brand's first ever foundation.
It apparently has 24 hour wear - great. It apparently has a velveteen matte finish - wonderful. It's apparently vegan/cruelty free - mazel tov. And apparently it's got no parabens, sulfates, phthalares or oils in it - fabulous.
So far, so good.
The thing that everyone is ticked off about? Despite there being 32 shades - according to many Instagram users - this is not enough. Like so many brands before this one, the darker end of the shade spectrum seems to have been left out.
One user asked: 'where are the rest of the shades?', another said, 'that's a whole lot of white', whilst one particularly angry comment said, 'This shade range is garbage af.'
The foundation isn't even available yet, the official launch date is 24th July in the US, but the initial reaction is probably the last thing Beautyblender was hoping for.
We're not sure when the foundation will be available in the UK, but this launch seems to reignite the argument for cosmetic brands to cater to all skin tones.
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